How brand research and strategy has helped our clients thrive in a year of flux

How brand research and strategy has helped our clients thrive in a year of flux

Wednesday, 16 December 2020 16:45

It has certainly been an eventful year. Like many organisations, our business has adapted through the COVID-19 pandemic, firstly working from home, facilitating virtual workshops via zoom and collaborating with a variety of clients who have been facing their own unique set of challenges.

In a year filled with uncertainty, we’ve remained focused on our belief that organisations who invest in their brand through research and strategy will survive and thrive.

Brands that take the time to understand their customers, the market and their competitors and subsequently articulated a clear positioning will find a way to cut through the clutter, stand out and resonate with clients.

We wanted to take this opportunity to reflect on some of the clients we have worked with during the past 12 months, who are looking forward to a successful 2021. Our team have identified some of the most memorable projects of the year (in alphabetical order as we don’t play favourites):

 

BOULEVARD 

Introducing the new digital destination for private companies and their investors. We really enjoyed working with a passionate client devoted to producing a sophisticated brand expression that spoke to aspiration and transformation within the category. We look forward to seeing this exciting new brand proposition grow and prosper in 2021 and beyond. Here is a sneak peek at the work.

Burrana

We worked with the team to launch the new Burrana brand in 2018. The brand was well-received in the market with much positive feedback. This year, with new products set to launch, Burrana needed to develop a clear, evidence-based product portfolio strategy to launch their latest products to market. Despite the challenging and unparalleled year of disruption in the aviation industry, Burrana launched the latest iteration of its integrated in-flight entertainment platform, RISE. A complex and detail orientated platform that required a robust and well-articulated product portfolio architecture to define the value it brought to both existing and future airline clients. We worked intensively with the Burrana team in Australia and in the US to build the strategy in late 2019 before its launch in June 2020. RISE is a more nimble and efficient solution than the more expensive providers and is now set to take off as the industry commences the journey to recovery. For more details about the development of the Burrana brand and its journey with BrandMatters, view our case study.

Caruso’s Natural Health

Another brand we have had a long association with, Caruso’s Natural Health offers a comprehensive selection of holistic, natural health products. We worked with Caruso’s on the rebrand back in 2012, and consumer engagement and advocacy has gone from strength to strength. This year, we’ve worked on a research project to uncover consumer attitudes and behaviours for taking vitamins and supplements. It was great to get right into the consumer’s living room and for this project we also ran an online community where we covered many topics including shop visits, video diaries, customer journey mapping and an evaluation of all the touchpoints along the way.

Cuscal

As Australia’s leading payments provider, Cuscal sits at the edge of our payment revolution. In March this year, the Cuscal rebrand launched to the market with a refreshed positioning and look and feel, signalling to the market the contemporaneity of the organisation and its forward-looking view. We were thrilled to be engaged across this entire journey, view our case study here.

Interpod

Modular bathroom manufacturer - Interpod, engaged BrandMatters back in 2016 and 2017 to develop their brand positioning, brand story and key messages. Now we are delighted to be once again working with the team conducting some brand research which will determine their future strategy and visual identity.

Vero

We proudly worked with Vero to produce the 9th annual SME Insurance Index. Since 2012, the SME Insurance Index has provided brokers with invaluable insights into the insurance environment along with tools designed to help grow their businesses. The annual index launches each year in March; in the same week that the global pandemic would change business and the world as we know it. As the pandemic took effect, Vero realised that brokers would need additional insights into the impacts and to deliver actionable insights for the current environment. We worked with them to produce an additional SME Insurance Index COVID-19 Pulse Check.

These are just a few of the clients we have worked on this year.

We take pride in the work we do, and at the end of each project, we always feel very invested in the success of the brand. We believe that the strong relationships we’ve built over the years with clients speak volumes about our work. (In saying that, a google review would also be much appreciated)

Given the challenges this year has presented, we know and understand that organisations who have invested in their brand can confidently move into 2021 with optimism. We head into 2021 more determined than ever before to build brands that are informed by research and destined to differentiate.


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